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Why Teach on the Power of Advertising? $15 billion is spent on online advertising directed at kids $15 billion is spent on online advertising directed at kids A Harvard University study: A Harvard University study: 1 hour of TV/week=$200 average increase in yearly spending We remember it! We remember it! Source: Dave Ramsey, Foundations in Personal Finance, 2008

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What is the Objective? 7.00 Understand ways to protect personal and family resources 7.00 Understand ways to protect personal and family resources 7.04 Exemplify persuasive methods used in advertising and sales 7.04 Exemplify persuasive methods used in advertising and sales

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Essential Question #1: What is the role of advertising? What is the role of advertising? Create a PowerPoint covering: Create a PowerPoint covering: Purpose of advertising Purpose of advertising Forms of advertising – show examples Forms of advertising – show examples Benefits for consumers – ask for class feedback Benefits for consumers – ask for class feedback Drawbacks for consumers – discuss relevant examples, i.e. Pigeon Forge Drawbacks for consumers – discuss relevant examples, i.e. Pigeon Forge Regulation of ads by the FTC – refer back to learning in Obj Regulation of ads by the FTC – refer back to learning in Obj. 2.02

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Essential Question #2 What methods of persuasion are used in advertising and sales? What methods of persuasion are used in advertising and sales? Start saving your junk mail! Start saving your junk mail! Show examples of INCENTIVES and PROMOTIONS Show examples of INCENTIVES and PROMOTIONS Discuss PERSONAL SELLING and STORE FACILITIES (a great way to plug other MKT courses) Discuss PERSONAL SELLING and STORE FACILITIES (a great way to plug other MKT courses) Explain/review DECEPTIVE ADVERTISING (some were already covered in 2.02) Explain/review DECEPTIVE ADVERTISING (some were already covered in 2.02)

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More Advertising Techniques Logo/brand recognition: graphics or symbols that represent a company, used to identify products Logo/brand recognition: graphics or symbols that represent a company, used to identify products

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Advertising Techniques Positive images, beauty appeal: a claim that this product will make you beautiful or like the persons pictured Positive images, beauty appeal: a claim that this product will make you beautiful or like the persons pictured

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Testimonial/endorsement: a positive statement made by a person who is endorsing a product or service Testimonial/endorsement: a positive statement made by a person who is endorsing a product or service Advertising Techniques

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Escape: associating products with beautiful, adventurous settings to create the illusion of escape for viewers Escape: associating products with beautiful, adventurous settings to create the illusion of escape for viewers Advertising Techniques

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Lifestyle: Associating a product with a desirable style of living Lifestyle: Associating a product with a desirable style of living

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Advertising Techniques Bandwagon: attempting to convince consumers that everyone is using the product Bandwagon: attempting to convince consumers that everyone is using the product

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Advertising Techniques Rebel: associating products with behaviors that contradict societal norms Rebel: associating products with behaviors that contradict societal norms Group identification: If you use this product, you will fit in with this group. Group identification: If you use this product, you will fit in with this group. Trendsetter: if you use this product, you will stand out from the crowd. Trendsetter: if you use this product, you will stand out from the crowd.

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Unfinished comparison: claiming a product “works better”…better than what? Unfinished comparison: claiming a product “works better”…better than what? “With Texarcon you get more miles per gallon.” “With Texarcon you get more miles per gallon.” Advertising Techniques

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Hidden fears: strategy playing on the fears of consumers Hidden fears: strategy playing on the fears of consumers Advertising Techniques

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Before-and-after: “before” and “after” pictures show results of a product or treatment Before-and-after: “before” and “after” pictures show results of a product or treatment Advertising Techniques

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Traditional values: trying to associate with home and family Traditional values: trying to associate with home and family Advertising Techniques

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7.04 EXEMPLIFY Persuasive Methods Use the Optic Strategy Use the Optic Strategy OPTIC: OPTIC is an organized approach for teaching students how to read visual or graphic text closely. OPTIC As noted in How to Study in College (2001) by Walter Pauk, the five letters in the word OPTIC provide a mnemonic device to remember the five key elements in analyzing a visual. As noted in How to Study in College (2001) by Walter Pauk, the five letters in the word OPTIC provide a mnemonic device to remember the five key elements in analyzing a visual. Source:

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O is for Overview Conduct a brief overview of the main subject of the visual. Conduct a brief overview of the main subject of the visual. What do you first see? What do you first see? What is the ad for? What is the ad for?

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P is for Parts Scrutinize the parts of the visual. Scrutinize the parts of the visual. Note any elements or details that seem important Note any elements or details that seem important Pictures Pictures Colors Colors Copy (the words in the ad) Copy (the words in the ad) Emotion Emotion

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T is for Title Read the title of caption of the visual (if present) for added information. Read the title of caption of the visual (if present) for added information.

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I is for Interrelationships Use the words in the title or caption and the individual parts of the visual to determine connections and relationships within the graphic. Use the words in the title or caption and the individual parts of the visual to determine connections and relationships within the graphic. Predict what will happen if you buy this product Predict what will happen if you buy this product If I buy/use this product, then ______ will happen. If I buy/use this product, then ______ will happen.

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C is for Conclusion Draw a conclusion about the meaning of the visual as a whole. Draw a conclusion about the meaning of the visual as a whole. Are you motivated to buy? Are you motivated to buy?

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Student Reflection Which advertising technique is being used? Which advertising technique is being used? Did the ad provide factual information? Did the ad provide factual information? Which elements of this advertisement appeal to you? Which elements of this advertisement appeal to you? How is the ad trying to play on your emotions, fears, or dreams? How is the ad trying to play on your emotions, fears, or dreams? What does the fine print (if any) say? What does the fine print (if any) say? If the ad made specific claims, how can you research them to find out if they’re accurate? If the ad made specific claims, how can you research them to find out if they’re accurate? Source: Consumer Education & Economics: Teacher Resource Guide, Glencoe/McGraw-Hill, 2003.

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Other Activity Ideas Use the worksheet as a rough draft for an essay Use the worksheet as a rough draft for an essay Create a matching game using Elements test questions Create a matching game using Elements test questions Have students create their own advertisement or commercial Have students create their own advertisement or commercial “The Persuaders.” FRONTLINE, PBS, Nov. 9, 2004 “The Persuaders.” FRONTLINE, PBS, Nov. 9, 2004